final vodafone presentation

8/4/2019 Final Vodafone Presentation

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4/14/2012 1Marketing Group 2


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4/14/2012 Marketing Group 2 2

"The best way to predict the future is to create it."-- Peter Drucker


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Global Telecom Scenario


One of the most resilient industries of recent

times

Global mobile subscriber penetration sits ataround 70%

The 2G GSM technology retains the largestmarket share with well over 4 billion subscribers

worldwide.


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Global Telecom Scenario

650 million 3G/3.5G subscribers worldwide

Future : 3GPP Long Term Evolution (LTE), often

marketed as 4G

Market leaders: AT&T, Verizon and NTT

Global mobile revenues are predicted to reach

over $1 trillion around 2012


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Indian Telecom scenario

2nd largest telecommunication network in the

world in terms of number of wireless

connections after China

653.92 mn telephone (landlines and mobile)

subscribers and

617.53 mn mobile phone connections as of

May 2010


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Mobile base increased by a factor of more than

100 since 2001, from 5 mn to 617.53 mn in May

2010

Mainly due to :large population

low telephony penetration levels

rise in consumers' income and spending

Overall tele-density of 44.85% in Oct 2009

Indian Telecom scenario


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ROLE OF TRAI Telecom Regulatory Authority of India (TRAI) was set up only

in 1997.

Tele communications (Telecom) reforms was perhaps the

second most successful reform in India.

Some of the major reforms made by TRAI in Telecom sector- Attempts to attract private investment.

Open competition for all services

Exemption from customs duty for import of Mobile Switching Centers

Major thrust for manufacturing to Telecom and mobile industry such as

creation of specific SEZs (Special Economic Zones).

Comprehensive Spectrum policy and 3G policy on the anvil

FDI-75 percent in 2005 due to efforts easing up of policies by FDI

Number portability convergence proposed(2006)



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SOCIAL, CULTURAL & ECONOMIC ISSUES

RELATED TO MOBILE INDUSTRY


Socio-Economic Impact of Mobile Phones on Indian Agriculture

Ease of communication.

Weather forecasting and information about the price fluctuations of crops in

markets across the country

Impact of mobile industry on Indian Economy

Indian telecommunication sector has become one of the high volume, high

growth telecommunication services market in the world, thus creating a largenumber of job opportunities for countrys workforce.

The growth of cellular mobile services is leading the telecom revolution in

India and the other services are following.


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SOCIAL, CULTURAL & ECONOMMIC ISSUES

RELATED TO MOBILE INDUSTRY

Second largest market only after China. India has achieved significant

distinction in having the world's lowest call rates, the fastest sale of

million mobile phones (in a week), the world's cheapest mobile

handset (US$ 17.2) and the world's most affordable colour phone (US$

27.42) and largest sale of mobile handsets .

Social Impact of telecom industry

Telecom has brought friends and families living in different parts of the

world closer and mobile phones have become a part and parcel of

everyday life.

Increased networking. Even the local fruit seller gets his orders from

his customers through his mobile phone.



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COMPANY ANALYSIS

The Vodafone network was launched on January 1,

1985, which was the first cellular network to be

launched in the U.K.

The name Vodafone comes from voice data fone,

chosen by the company to reflect the provision of

voice and data services over mobile phones.

It currently has operations in 31 countries.


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COMPANY ANALYSIS

Product:

Postpaid/ Prepaid

Vodafone live

iPhone 3G

iPhone 3GS

Magic Box handsets

World calling cards

Price:

Offers various pricing structures to suit different customer groups

Monthly price plans

Prepay options

Four Ps ofVodafone


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COMPANY ANALYSIS

Four Ps ofVodafone

Place:

It sells through independent retailers.

People are on hand to ensure customers needs are matched with

the right product and to explain the different options available.

Promotion:

Vodafone works with icons such as Zoozoos & Pug to communicate

its brand values.

Advertising on TV, on billboards, in magazines and in other media

outlets.

Special offers

Events/program : MTV Splitsvilla


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COMPANY ANALYSIS

Segmentation :

Age

Service usage

Geographical condition

Nature of customer

Institutional

Sole

Targeting :

Vodafone is adopting multi-segment approach, i.e., they are offering a series

of differentiated products to their respective markets.

Home calling cards for families of those professionals who used to work

abroad.

STP Analysis


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COMPANY ANALYSISSTP Analysis

Rupees 10 recharge for small users.

Cheap SMS facility for the youth.

Positioning

The tagline for Vodafone is POWER TO YOU

Hutch is now Vodafone

Cute cartoon like characters call ZooZoo express how thevarious services of Vodafone is applied in our daily lives.


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COMPANY ANALYSIS

SWOT Analysis

Strengths

Dominance in Cellular Market

Wide Geographical Presence Effective advertisement campaigns

Weaknesses Untapped rural markets

Limited Exposure to Emerging Markets


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COMPANY ANALYSIS

SWOT Analysis

Opportunities

Growth through 3G - increasing popularity of third-generation (3G) digital

mobile networks.

Expanding Geographic Presence.

The company is also planning to venture into the business through

initiatives such as mobile TV.

ThreatsEmergence of Low-Cost Brands- Growth in the wireless services market has

been driven by the declining equipment prices

Increased Competition in Core Markets.

Use of Skype.


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MEET THE COMPETITION



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15 top players

Intense market rivalry

But the big three are way above the game.


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But thats not all!! Sometimes competition

can come from various quarters.


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Survey Analysis

The pie chart showing the percentage of customers from the testedsample who use different connections.

From the sample analyzed the percentage of customers using Vodafone is highest

but other competitors like Airtel and reliance are close by. These are the main

competitor of Vodafone in the present scenario.


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Survey Analysis

The sample analysis shows that customers prefer prepaid services than postpaidservices.


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Survey AnalysisPie chart showing the percentage of customers who fall in different ranges in the

amount of money spend on mobile phone per month

It shows that a majority of the customers spend between 250-1000 per month on their

mobile phone. This is the amount of money they are willing to pay.


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Survey Analysis

Bar chart showing the percentage of satisfaction of customers in different

services provided by Vodafone. It shows that the level of satisfaction in the

roaming services and blackberry is less . So improvement needs to be

done to keep up with competitors like Airtel and Reliance.


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Survey Analysis

32% of the customers want improvement in the network facility and 18% of the customers

want improvement in call rates .The network system can be improved by putting more towers.

Focus should be made to reach the rural people. The call rates can also be reduced to

enhance customer satisfaction.


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Survey Analysis

Bar chart showing number of customers from the sample who like improvement in various

services of Vodafone. These flank regions should be improved to increase the customer

satisfaction of Vodafone users.


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Survey Analysis

Special

call

rates18.33%

Life-time

10%

Caller-tunes+ GPRS +

SMS

8.33%

17.5

%

14.17%

13.33%

18.33%


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Survey Analysis

The above graph shows the distribution of the customers who subscribe to the various

services offered by Vodafone. The graph clearly indicates that the special call rates are by far

the most popular Vodafone value added service.


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Survey Analysis

Stronglyunavailable

60%

Weakly

unavailable

24%

Available

16%

NON-USERS

Entrenched57%

Average26%

Convertables

17%

VODAFONE USER LOYALTY


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RECOMMENDATIONS

The major problem faced by most of the Vodafone customers

who took part in the survey is the Network Service. So, they

should make an effort to improve their transmission towers in

order to have better connectivity especially in areas such asNoida and Greater Noida.

Phone billing is also a major problem faced by some of the

customers. They complained of irregular billing amounts. So to

ensure that customers dont face such problems Vodafoneneeds to implement a more effective billing system with cross

checking facilities.


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General Recommendations

More emphasis on innovation and market

leadership.

Intense market rivalry has led to a tariff war whichhas hampered the growth of the telecom industry for

the past year. So, reducing tariffs further might not

be a feasible option.

Authorization of transmission towers in major cities.


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final vodafone presentation

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